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Consumer Behaviour
Consumer Behaviour
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1
What is true for a microculture in comparison to a subculture?
not chosen voluntarily
more permanent
depends on the smallest units of organisation
based on demographics
2
A child wants to buy new crayons. What role do her parents have in this purchase?
User
Initiator
Decider
None of these
3
What are reciprocity scarcity examples of?
Brand personality
Persuasion
Liking
Advertising
4
What components is the Hollingshead Index composed of?
Occupation and income source
Occupation and Education
Occuoation and income
Occupation, income source, type of house and dwelling area
5
What level does very low involvement lead to in consumer decision making?
Extensive Problem Solving
Limited Problem Solving
Intermediate Problem Solving
Routine Response Behaviour
6
What is it called when a group of respondents are asked about their motives, opinions,... towards something?
Question group
Focus inquiry
Group inquiry
Focus group
7
If the message is largely independent of the situation and people involved, we are talking about a...
Restraint culture
High-context culture
Low-context culture
Uncertainty avoiding culture
8
Which component comes first according to the ABC-model
Behaviour
Depends
Cognition
Affect
9
What are NOT parts of brand equity?
All of these are parts of brand equity
Loyalty
Perceived quality
Awareness
10
What is harder?
Recognition
Recall
11
What does the scenario on the middle depict?
No problem
Desire recognition
Opportunity recognition
Need recognition
12
What class do most people think they belong to (often incorrectly)?
Lower class
Middle class
Lower middle class
Upper class
13
What do you call it when one customer recommends a product to someone else?
CRO
WOM
ROI
PPL
14
What factors is social class NOT composed of?
Power
Prestige
Esteem
Wealth
15
What is culture according to a quote by Hofstede?
concepts and objects acquired by a group of people over generations
a collective programming of the mind that distinguishes groups
a society's personality
the cumulative deposit of knowledge, experiences, beliefs, values, ...
16
Which of these is pleasure oriented?
ID
all of them
EGO
SUPER EGO
17
• The individual feels that the purchase or use of a particular brand will enhance their image. What influence is this?
Value-expressiveinfluence
Informationalinfluence
Personality influence
Utilitarian influence
18
How can we increase involvement?
Appeal to consumer hedonic needs
Include celebrity endorsers and testimonials
Use consumer-generated content
All of these
19
What is an absolute treshold in the context iof perception?
A stimulus comes within the range of someone’s sensory receptors
Stimuli below the level of consumer’s awareness
The minimum amount of stimulation a person can detect
The ability of a sensory system to detect changes
20
What is it called when consumers try to reassure themselves on their decision after a purchase?
Value gap
Cognitive dissonance
Post-purchase evaluation
Cognitive reassurance
21
The higher your score on Warner's Index...
the higher your income.
the higher your social class.
the lower your social class.
the lower your income.
22
What is the money available to a household over and above that required for a comfortable standard of living called?
Discretionary income
Savings
Consumption
Disposable income
23
Consumers assimilate new information about attitude objects in light of what they already know/feel - choose theory:
Balance theory
Social judgement theory
Self-perception theory
Theory of cognitive dissonance
24
What is not a component of the Fishbein attitude model?
Attribute
Consumer
Price
Brand
25
Which of these is a compensatory rule?
Elimination-by-aspects
Lexicographic
Conjunctive
Simple additive
26
The individual is asked which social class his acquaintances belong to. What is this method called?
None of these
Objective method
Subjective method
Reputational method
27
What is a fundamental task for marketing strategies because it influences consumer confidence and behaviour?
Warner's analysis
social class analysis
social-prestige analysis
demographic-economic analysis
28
What conflict can you best solve by offering discounts?
Approach-approach conflict
Approach-avoidance conflict
Avoidance-approach conflict
Avoidance-avoidance conflict
29
What is the approach-approach conflict?
A person faces a choice with two undesirable alternatives
A person desires a goal but wishes to avoid it at the same time
A person chooses between two desirable alternatives
30
What is not one of the consumers possible buying roles?
Advertiser
Influencer
Informer
Payer
31
Which of these is NOT a consumption motive according to Ernest Dichter?
Masculinity virility
Love and affection
Moral purity/cleanliness
Youth and vitality
32
Which of these comes first?
Product concept
Marketing concept
Production concept
Selling concept
33
"overt behaviors that have been passed down from one generation to the next" - what can this be described as?
Norm
Myth
Ritual
Custom
34
A nurse becomes a teacher: What kind of mobility is this?
Downward
Upward
Horizontal
Vertical
35
What is the correct formula for calculating Warner's Index?
ISC=(occupation*4)+ (income source*3)+ (type of house*3)+ (dwelling area*2)
ISC= (occupation*4) + (income*3) + (type of house*3) + (dwelling area*2)
ISP= (occupation x 7) + (education x 4)
ISP= (occupation x 4) + (education x 3)
36
What is brand personality?
All of these
Set of traits people attribute to a product as if it were a person
Consumers preferred brand profile according to their personality
The image a company designs for their brand
37
What is proactive interference?
information learned later blocks memory for information learned earlier
you forget things after some time
information learned earlier blocks memory for information learned later
information remembering capacity is limited
38
What is perception?
The immediate response of our sensory receptors to basic stimuli
The same as sensation
A three-stage process that translates raw stimuli into meaning
39
When does motivation occur?
Wehen a consumer has a desire
When a consumer has a need
When a consumer has persistence
When a consumer has strength
40
What is not a dimension of national culture according to Hofstede?
Individualism
Power distance
Asparagus
Indulgence
41
Stimulus that elicits response is paired with stimulus that initially does not elicit a response - choose theory:
Observational learning
Classical conditioning
Instrumental conditioning
Operant conditioning
42
The market is made up of groups of customers with similar needs or sought benefits. What do you call this?
market distribution
market clusters
market segmentation
attribute marketing
